That's why the user fatigue. 6 million United States users tuned off last month. UK use dropped by 9%. It's becoming "uncool" very quick. As Grandma started getting on Facebook it's really made the user experience decline for a lot of teens, 20 and 30 somethings. Advertising flee will follow. Afterall advertises don't want to be associated with something "uncool" either when targeting their demographic.